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Open Access research that challenges the mind...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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Marketing orientation and its determinants : an empirical analysis

Avlonitis, George and Gounaris, Spiros (1999) Marketing orientation and its determinants : an empirical analysis. European Journal of Marketing, 33 (11/12). pp. 1003-37. ISSN 0309-0566

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Abstract

While a strong association between marketing orientation development and company performance has been established, the understanding of the marketing orientation remains unclear since some studies have suggested a philosophical nature for marketing orientation and some other studies concluded that marketing orientation represents a behavioural notion. As a result of this antithesis, research has not proceeded in the investigation on the factors that determine the degree of marketing orientation development. A study shows that marketing orientation should be conceptualised synthetically since it represents the integration of a certain culture with specific behaviour. It closely examines the major determinants of marketing orientation development. Although exploratory in nature, the study suggests that marketing orientation development is determined by company-specific, as well as by market-specific factors with the former having a facilitating effect and the latter a coercive effect.